Kulturowa sylwetka chińskiego konsumenta. Praktyczne implikacje dla marketingu

• Authors: Maciej Meyer

Title variants

EN

CULTURAL PROFILE OF THE CHINESE CONSUMER. PRACTICAL MARKETING IMPLICATIONS

• Languages of publication: PL

Abstracts

EN

Marketing activity in China may be very challenging. This article deals with the cultural aspects of the Chinese consumer and discusses topics on the national character of the Chinese and the profile of the Chinese consumer itself. There are also some suggestions of real-life implications to be used in marketing. The author’s thesis is that cultural values affect the behaviour of the Chinese consumer. In order to prove it, a vast number of references is cited. Although the mainland China is an extremely diversified and fragmented country, general conclusions are drawn.

Keywords

EN

CHINESE CONSUMER; MARKETING ACTIVITY IN CHINA; CULTURAL DIFFERENCIES

• Publisher: Polskie Wydawnictwo Ekonomiczne
• Journal: Marketing i Rynek
• Year: 2012
• Volume: 19
• Issue: 2
• Pages: 9-15

Contributors

author

Maciej Meyer

• Katedra Miedzynarodowych Stosunkow Ekonomicznych, Szkoła Wyzsza Prawa i Dyplomacji w Gdyni, ul. Śląska 35/37, 81-310 Gdynia, Poland